But is it possible to get the timing of the objections wrong?
Objections represent the things clients are sceptical about…
So objections aren’t a nice-to-have in your message, they’re critical to remove sceptism. Which means that the downside must be brought up. And once you bring it up, you then proceed to kill the objection.
But you can’t bring it up just anywhere
It follows a sequence, as we outline in the Brain Audit.
And that sequence is important to follow. Bring up the downside too early, and you’ve scared off the customer.
Bring it up too late, and you’ve got the client all cynical.
So what’s the just-right moment?
The just-right moment is as the client goes through a process. The process is simply:
1) Is this for me? Am I the target?
2) Is it solving a problem for me?
3) Does it have a relevant solution (for me?)
And then only once this analysis is done (often in a matter of seconds), does the client start looking for the downside or something to object about.
Understanding this factor of timing is vital
But there are indeed exceptions to the rule.
You can use an objection to dramatic effect, if you have a persistent objection e.g. If your objection is: I don’t want an expensive car.
Then the headline could be: If you want a cheap car, don’t read any further.
And so the objection forms a factor of qualification early in the message.
Which makes the message stand out, because it’s so confrontational.
Which is fine if you’re happy to stand out and confront
But if you’re keen to simply follow the logical sequence of the brain, all you have to do is make sure you get the timing right.
Make sure the objection shows up.
Right after the problem, solution and target audience.